Philter Beer Digital Advertisement

Jacobs Creek Television Advertisement

Mackie Road Supermarket Outdoor Advertisements

About the ABAC Scheme

Overview

Australia has a quasi-regulatory system for alcohol marketing: guidelines for marketing have been negotiated with government, consumer complaints are handled independently, but all costs are borne by industry. The ABAC Scheme is the centrepiece of Australia’s quasi-regulatory system and is administered by a Management Committee which includes industry, advertising and government representatives.

Australia has one of the most accessible complaints systems in the world, accepting complaints via its online complaints lodgement system with no costs to the consumer. There is just one ‘doorway’ for complaints – through Ad Standards – which triggers two independent but parallel processes.

Alcohol related complaints received by Ad Standards are assessed by that body but are also assessed by the Chief Adjudicator under The ABAC Scheme. Some complaints may be referred on to the full ABAC Adjudication Panel and in these cases complainants are informed of the referral and sent a copy of the final determination.

Complainants who request confidentiality will be granted it and members of the ABAC Adjudication Panel are independent of the alcohol beverage industry.

From the companies’ perspective

There are a number of key decision points for alcohol marketing, as outlined in the diagram below. If the Adjudication Panel decides that a complaint should be upheld, the alcohol company or its agency must withdraw, discontinue or modify marketing material as soon as possible and no later than five (5) business days after the Panel determination or in the case of product packaging or marketing collateral immediately cease further orders.

The ABAC Code is not the only set of rules affecting advertising (and packaging) in Australia. Alcohol beverage advertising and packaging must also be consistent with other applicable laws and codes, for example:

Australian competition and consumer legislation;

the Australian Association of National Advertisers (AANA) Code of Ethics;